What do you get when you mix a beloved 1980s-inspired sci-fi series, a team of passionate creatives and a deep dive into Target’s historic archives? A nostalgic trip back in time — and one unforgettable ad.
As fans gear up for the fifth and final season of Netflix’s hit series “Stranger Things,” we partnered with Netflix on plans to be the ultimate destination for exclusive products, a blast-from-the-past in-store and digital shopping experience and a co-promotional marketing campaign timed to the show’s biggest moments.
The centerpiece of the campaign is a new ad set in a 1987 Target store, complete with retro brands and other ‘80s easter eggs. To make sure every detail was like, totally perfect, Target assembled a team of “Stranger Things” superfans from across the company who know the show — and the era — inside and out. Their passion and deep knowledge helped transform the concept into a blend of supernatural suspense and vintage Target charm that fans are already loving.
Bringing this campaign to life was a true collaboration powered by creativity and fandom. By building on Netflix’s powerful storytelling, our team crafted a moment that seamlessly fits into the ‘Stranger Things’ universe — rooted in nostalgia and unmistakably Target. From the retro carts to the vintage signage, coupled with two cast members from the show reprising their roles at a local Hawkins Target, every element reflects the passion and imagination of two teams committed to delighting fans.
Recreating the past with a Target twist
The journey began in April, when a dream team of creatives from Target and Netflix set out to bring a Target store in the show’s fictional town of Hawkins, Indiana, to life on a 15,000+ square-foot set in California.
To nail the look and feel of a 1980s Target, the team turned to Target’s Corporate Archives — the company’s go-to resource for historical photos, documents and brand artifacts. With Netflix’s creative direction, they replicated the original store layouts, fixtures and props from the ’80s and early ’90s, including the iconic red carts and baskets, vintage signage, product packaging and even a real cash register from the era.
The team also worked closely with national brand partners to ensure products featured throughout the store — like Nintendo video game consoles, Planters Cheezballs and ICEE fountain drinks — looked ’80s-appropriate.
Ted Wheeler and the ‘Target Effect’
The ad features Ted Wheeler — the show’s quintessential ‘80s dad played by Joe Chrest — shopping at Target. The character is known for his obliviousness to the supernatural chaos around him, and as he shops around the store, viewers will notice a few not-so-ordinary things happening in the background, along with a cameo from Keith (played by Matty Cardarople) at the checkout. In a humorous nod to the “Target effect,” Ted starts with a basket but quickly upgrades to a cart — because, of course, he found more than he came for.
The production team also worked closely with Netflix to recreate the Wheeler family’s living room set for its special appearance at the end. The ads launch today, Nov. 6 — Stranger Things Day.
This partnership shows what happens when two passionate teams come together. We took the running gag of Ted Wheeler’s obliviousness and placed him in the one place everyone loves to escape to: Target. Our partners at Target approached the campaign as genuine fans of ‘Stranger Things,’ and it shows in every detail of the campaign. From the 1987 Target store recreation to the iconic elements of the Upside Down, all the easter eggs and throwback moments make this more than marketing; it’s a playful, immersive extension of both the show and the Target experience.
Filming in L.A. — but make it Hawkins
The production brought together a dream team of creatives, including director Dan Opsal and cinematographer Caleb Heymann — both veterans of the “Stranger Things” universe who helped recreate the show’s signature look. Post-production was handled by industry leaders like Company 3 (color grading), Pacific Standard Sound (audio mixing) and Rodeo FX (visual effects).
The decision to keep production in Los Angeles was a meaningful one, with crew members expressing gratitude for the opportunity to work locally.
More than an ad, it’s a fan destination
The “Stranger Things 5” collection is available in stores and on Target.com now, with new product drops and shopping experiences debuting throughout the season. So grab your Walkman, hop in your wood-paneled station wagon and head to Target. The Upside Down might be lurking, but the nostalgia is real.
Want to see more of what Target looked like over the years? Check out our History Timeline.
